Football Countdown Advent Coolers

The Athletic Launched Its 12-Day Advantage Calendar

The Athletic launched 'The Advantage Calendar,' a specialty cooler featuring 12 days of unboxing leading up to the NFL season's first Sunday. Each box includes a QR code that unlocks exclusive NFL insights from experts including Jonathan Jones, Robert Mays and Mike Sando, along with bespoke game-day merchandise such as a kickoff-scented candle and a mini in-house referee for consoles.

Available as a limited-edition, complimentary release via an online form, the calendars will arrive ahead of September 2, with fresh daily content unlocking starting on the first football Sunday, September 13. Content remains exclusive to calendar recipients before public release, giving fans early access to behind-the-scenes reporting and scouting analysis.

The Athletic shows how borrowing the anticipation-building format of a holiday advent calendar can transform season buildup into a tangible, collectible experience.

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